Goodyear NASCAR sponsorship
Slowly, sports are beginning to start again around the globe. On Sunday, NASCAR will return without fans for The Real Heroes 400 in Darlington, South Carolina. And while the advertising industry faces steep declines in traditional television advertising, thanks in no small part to the impact the pandemic has had on live sports, Goodyear
“As the Official Tire of NASCAR, we are thrilled to support the return to racing,” said Karen Maroli, Goodyear’s vice president of marketing. “For many, race day will bring a sense of normalcy, optimism and joy. We’re excited to help bring the sport closer to the loyal—and perhaps new—fans as they watch from home.”
Goodyear and racing legend Dale Earnhardt Jr. will debut a new television commercial during the race to celebrate NASCAR’s return with a nostalgic look back at the sport’s humble beginnings. The overall tone is hopeful and optimistic.
“We’ve had a strong partnership with Goodyear over the years, telling my family’s story in racing,” said Earnhardt Jr. “I was happy to be involved and to help welcome NASCAR back to the track with this spot.”
Asked how Goodyear views their role as a sponsor right now, Maroli says the brand is as committed as ever to its partnership with NASCAR.
“Goodyear has been intertwined with the sport of NASCAR for more than 60 years. That’s because Goodyear Eagle racing tires are an integral part of the competition, a responsibility we take very seriously. We’ve grown with the sport—a sentiment that comes to life in our new TV commercial featuring Dale Earnhardt Jr. as the voiceover—and remain a committed partner to its future.”
Goodyear’s role in the sports world goes far beyond NASCAR with its aerial coverage of professional and collegiate sporting events via the iconic Goodyear blimp. Maroli says the brand looks forward to being a part of whatever the new normal looks like as sports make their comeback.
“From the aerial coverage we provide through the Goodyear Blimp to our sponsorships, the Goodyear brand has become synonymous with sports. As college and professional sports took a pause amid the COVID-19 pandemic, we have also had to make adjustments to our marketing efforts.
“However, we couldn’t be more excited to be a part of the return to NASCAR racing this weekend, and while live sports of the near future may look different, we are a company known for innovation and will continue to find new, creative ways to bring fans closer to the action.”
In addition to its new television advertisement, Goodyear is also giving fans the chance to win the Eagle racing tires from whoever wins the Real Heroes 400. From now through May 31, fans can enter to win on Facebook and Twitter, including using the hashtag #ReturnToRacingSweepstakes to share what they’re most excited about for NASCAR’s historic return to racing on Twitter to be automatically entered to win one of the four tires.
The tires that raced on the winner’s car will be validated by Goodyear’s RFID chip technology, which tracks the entire life cycle of the tire, from the Goodyear associate who built it by hand in Akron, Ohio, to the driver who eventually raced on it.
“NASCAR’s return to racing is a bright spot in these unprecedented times, and, for so many, this year’s The Real Heroes 400 carries a special meaning and a sense of normalcy,” said Maroli. “Goodyear wanted to mark this momentous race by giving fans a chance to own a piece of history that gets them closer to the sport that they currently can only experience at home.”
Goodyear will debut new :30 and :15 advertisements during the FOX broadcast of The Real Heroes 400 on Sunday, May 17.
